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While Walt Disney Studios, Warner Home Video and Lionsgate have begun extending the viewing window for video-on-demand rentals through Comcast this summer, a number of indie suppliers have gone even further with Amazon Video On Demand.

Criterion Collection, Docurama, Magnolia Pictures, Strand Releasing, Virgil Films and Entertainment and Zeitgeist Films are among those offering VOD rentals on Amazon with a seven-day viewing period. Films available include new releases such as Criterion's Grey Gardens, Virgil's Super Size Me and Magnolia's Man On Wire.

First Look, meanwhile, is offering rentals with a three-day viewing period on Amazon.

Major studios and even indie suppliers have traditionally stuck to a 24-hour viewing period on VOD rentals. For downloads and streams, that means consumers have 24 hours to watch the film once they click play before the content is no longer viewable.

Amazon said it has been offering films with a longer viewing period since 2007 and is thrilled with the positive response.

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Last month, Comcast announced that Warner and Lionsgate would offer some films on its VOD service with a 48-hour viewing window. This month, Disney will begin offering all of its films through Comcast with a 48-hour window. Summit also will offer films through the service with a 48-hour window.